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Shopsense AI Elevates Retail Media With a Shoppable CMT Music Awards Experience

In collaboration with Paramount Global, the AI-driven platform transforms TV viewing into a seamless shopping journey, unlocking new advertising and revenue opportunities.

Shopsense AI Elevates Retail Media With a Shoppable CMT Music Awards Experience

The platform levels up the mobile shopping experience.

This past weekend, during the CMT Music Award red carpet pre-show coverage, consumers were able to mobile shop using a platform from Shopsense AI. The AI-powered retail media platform was launched in partnership with Paramount Global. The CMT Music Awards aired on CBS and Paramount+ after the red carpet coverage.

Terms of the partnership were not disclosed. Shopsense said its patent-pending technology “unlocks new advertising and incremental revenue opportunities for broadcast and streaming networks by making content seamlessly shoppable within their own apps and e-commerce sites.”

Viewers of the red carpet coverage were able to visit shopcmtawards.com to shop and purchase products from a curated collection of looks that were inspired by the coverage. In addition, starting Tuesday, viewers of the CBS Sports Golazo Network “will be able to seamlessly buy their favorite team-, player- and host-inspired merchandise,” Shopsense said in a statement, adding that they will also make “The Talk,” CBS’ Daytime Emmy Award-winning talk show, shoppable beginning Friday, offering viewers a curated collection of fashionable looks inspired by what the hosts are wearing.”

John Halley, president of Paramount advertising, said the broadcaster’s premium entertainment content “consistently influences consumer shopping journeys. TV is no longer just a top-of-the-funnel awareness generator. It is a 1:1 vehicle that brings the full funnel to the living room.”

Halley said the company wanted to launch with the Shopsense AI platform at the CMT Music Awards “to capitalize on fandom and see it expressed through commerce.”

Shopsense AI Elevates Retail Media With a Shoppable CMT Music Awards Experience

Harper Grace, Emma Roberts and Minnie Driver on the red carpet at the 2024 CMT Music Awards.

Shopsense said that for consumers, the platform “makes it easy to find and purchase products and curated collections inspired by their favorite content, including shows, movies, sports events, live awards broadcasts and more.” The company said a recent consumer study found that 85 percent of Gen Z “use a ‘second screen’ mobile device while watching TV” and added that its platform lets publishers such as Paramount “quickly tap into the retail media market, the fastest-growing advertising segment in the U.S., and activate second-screen shopping experiences for viewers.

The company said broadcasters and content producers “can now offer full-funnel marketing strategies within their own content-driven retail walled garden.”

Glenn Fishback, chief executive officer and cofounder of Shopsense AI, said with many consumers scrolling on their phones while they watch TV on a bigger screen, “content publishers like Paramount have been looking for ways to activate a frictionless, personalized and convenient second-screen shopping experience for their viewers.”

“Shopsense AI provides an end-to-end solution that makes it easy for consumers to shop their favorite products on a second device while they watch TV — without having to deal with clunky QR codes or find the missing remote,” Fishback said. “Our AI-curated storefronts instantly turn every show into a shopping journey that features an endless selection of products to browse and purchase versus a labor-intensive experience where they have to manually select items.”

Shopsense aims to simplify the purchase journey by connecting audiences “directly to the shoppable content they crave and letting them easily check out within the publisher’s app or e-commerce site and connect to their favorite retailers’ and brands’ loyalty programs.”

The company also said it will be launching “Shopsense Lens,” a platform feature that allows consumers to “snap and shop,” captured images of products in broadcast shows they’re watching “and then instantly purchasing them directly through the publisher’s app.”